Classical media:

One week TV (76% coverage and a repetition of 5) and 2 consecutive spreads in main Fashion magazines (Vogue, Jalouse, Numéro, Elle, Grazia, Be, Cosmopolitan)

Launch teasing:

We decided to be loud and intriguing. Aside from classical TV and Press campaigns, we infiltrated the Paris subway with enigmatic, graphic, wild posters and did a complete makeover of one of the main metro stations using mega posters. The concept was extended to daily press with real post-its on the cover of Metro and fake wild posting in Liberation newspaper.

Approaching the launch, the buzz reached its climax with a street event.

This unexpected event was broadcasted on social network.

- More than 350 000 views on the internet.

- 4365 shares on Facebook, Twitter and Pinterest.

- 27 posts about the launch by influenced websites.

This project inspired many other countries and the buzz kept growing worldwide.

Most of the collection was sold out the very first day!